Beruflich Dokumente
Kultur Dokumente
Group 2: MJ Kang
Erfan M. Vahid
Andrew N. Ravindran
Carl Suri
Farid Yazdani
Christine Lin 1
Company Samsung
▫ Differentiated Marketing
2
Methodology Samsung
▪ Define problem
▪ Research Design
▪ Data Collection
▪ Sample Design
3
Methodology .. continued Samsung
▪ Company background
4
Marketing Strategy - Product Samsung
▫ Standing freezer
5
Marketing Strategy - Product Samsung
Wireless system
DATABASE
RX-78C 34
RX-88B 16
SLR-X 6
CLK-5 3
…
…
6
Marketing Strategy - Product Samsung
▪ Layers
▫ Dynamic Pricing
▫ List Pricing
▫ Functional discount to distributor
▫ Switching cost program
▫ Leasing
8
Marketing Strategy - Price Samsung
▫ Additional V/C
▫ Priced at $7000
9
Marketing Strategy - Place Samsung
▪ Channel Objective
▪ Environment Evaluation
▫ Unique offering
▫ Low awareness
10
Marketing Strategy - Place Samsung
▪ Selling
customer
▫ Sales force, Website
11
Distribution Review Samsung
▫ Similar to competitors
▫ Direct Sell
12
Mkt. Strategy - Promotion Samsung
▪ Direct Marketing
▪ Seminars
▪ Professional Magazines
▫ ‘Samsung experience’
▪ Interactive website
▫ Demo videos
14
Market Overview Samsung
▫ Billion $ market
▫ Large sales
15
Customer Needs Samsung
▪ Needs
▫ Cost Control
▫ Efficiency
▪ The ‘Gap’
▫ Tracking inventory
▫ Customizable features
16
Customer Needs Samsung
▫ Cost effective
▫ Easy to operate
▫ Temperature controllable
17
Competition Review Samsung
18
Conclusion Samsung
19
Questions ? Samsung
?
?
20
Questions ? Samsung
21
Conclusion Samsung
22